Newspapers are projected to capture 18.2%, second only to TV and the internet. Print (newspapers and magazines) is expected to capture 27.4% of that growth, an amount greater than projected for and the internet. O'Reilly also reports: According to the UK research company TGI, newspaper readership has grown by 2.1 per cent over the past five years, with readership among 15- to 24-year-olds growing by 6.9 per cent and readers over 65 growing by 3.7 per cent. This counters the tired view that the newspaper readership is getting older with the important addendum that people are actually living longer. The key to media exposure is the time that people spend reading, watching, using or listening to that particular medium.

… how U.S. advertisers invest their clients' money. According to the specialist private equity fund Veronis Suhler Stevenson, for every hour of TV viewing, advertisers spend $40.1m ([pound]20.2m). For each hour of radio they outlay $19.3m ([pound]9.7m) and for the internet - all the time people are supposedly glued in front of their screens - advertisers only spend $65.4m ([pound]33m).

As for newspapers, advertisers spend $316.3m ([pound]160m) for every hour of reading, that's eight times more than TV and reflects the quality demographic that a newspaper delivers.

Conclusion

As newspaper websites in the U.S. continue to attract an ever-growing readership, and reports routinely remind the public of the myriad of struggles that newspapers counter, the public, without doubt, is basically aware of the industry's financial and other problems. What the public may not be aware of, however, is that, as O'Reilly (2007) points out, the future for the print newspaper may not be as dismal as it is presented. When newspapers online and offline invest the effort to produce a product worth reading, the research indicates, the newspaper reader will read.

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ENDNOTES

Stop the Presses? Many Americans Wouldn't Care a Lot if Local Papers Folded. (2009, March12). http://pewresearch.org/"PewResearchCenter" Publications, ¶ 4. Retrieved Dec. 13, 2009 from http://pewresearch.org/pubs/1147/newspapers-struggle-public-not-concerned

USA TODAY remains most widely read print newspaper in the United States.(2009, November 17). PR Newswire. PR Newswire Association LLC. Retrieved Dec. 13, 2009 from HighBeam Research:

http://www.highbeam.com/doc/1G1-212200936.html

Randy ?http://www.csmonitor.com/About/Contact-Us-Feedback"Dotinga." (2005). Newspapers struggle to avoid their own obit. The Christian Science Monitor. Retrieved Dec. 13, 2009 from http://www.csmonitor.com/2005/0425/p02s01-usgn.html

http://www.csmonitor.com/About/Contact-Us-Feedback

Morton, as cited by Michael Hiltzik & Tiffany Hsu. (2009). Pulitzer Prize-winning newspaper abandons print to go exclusively online. The Sunday Independent (South Africa). Independent News & Media PLC. ¶ 12. Retrieved Dec. 13, 2009 from HighBeam Research ?

http://www.highbeam.com/doc/1G1-188280274.html

Richard Perez-Pena. U.S. Newspaper Circulation Falls 10%, (2009, October 26). Retrieved December 13, 2009 from ?

http://www.nytimes.com/2009/10/27/business/media/27audit.html

Elizabeth Bennett, Losing the news by crumbling newspaper industry creating a revolution for news one media, (2009, August 23). Retrieved December 13, 2009 from ?

http://www.postgazette.com/pg/09235/992188One

Online newspaper readership continues to grow in U.S. As industry struggles. Xinhua News Agency. (2009, April 23). Retrieved December 13, 2009 from ?

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Online newspaper readership

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Perez-Pena,

Gavin K. O'Reilly. (2007). Hail to the power of print; newspapers -- the real story -- Don't believe all you're being told about the death of the press: more people all over the world are reading newspapers. What's more, they're still a powerful medium for advertising, says Gavin O'Reilly. The Independent (London, England), ¶ 2. Independent News & Media. Retrieved December 13, 2009 from HighBeam Research:

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O'Reilly. ¶ 6- 8.